In the quest to maximize profitable sales and leverage Google’s AI for identifying the most valuable customers, we introduced the concept of a “profitable growth engine” in our whitepaper. The previous chapters guided you through step 1: defining your true business goal and setting the appropriate metrics. In step 2, we have to actually build and connect the right first-party data to train Google’s AI to meet your goal using privacy-first measurement.
Before going into that, it is important to decide where on the “profit maximization” maturity curve below you want to aim for – also, think about the data you have – or can make – available:
It’s generally a good idea not to skip multiple steps on this curve to avoid overcomplicating the process or extending the project timeline. Progressing step-by-step is often more manageable and effective.
Use the provided flowchart to decide on the most reasonable next step for your business, paving the way for the necessary data integration.
Improving Data Quality
With a clear objective in mind, we can focus on data collection and integration. In an era of limited observable data, effectively accessing and collecting this data with proper measures is crucial.
By leveraging Google’s AI-powered solutions, you can:
- Capture data more effectively and enhance data quality
- Identify strengths and gaps in your campaigns
- Utilize first-party data (1PD) and best practices to mitigate performance loss
Setting Up a Tracking Foundation
Measurement is essential for understanding campaign performance and making necessary adjustments. Google’s AI-based, privacy-centric measurement solutions help you capture signals accurately, even when there are measurement gaps, ensuring you optimize for all profitable customers.
These solutions enable you to:
- Compensate for data loss due to reduced observable data
- Use AI-powered solutions and advanced modeling to identify patterns and make predictions
- Apply best practices to maximize campaign performance and profit
Utilizing First-Party Data
The success of performance campaigns relies heavily on integrating accessible data effectively to meet your business objectives. Utilize your first-party data across Google platforms using secure, privacy-centric data integration methods. This enhances your bidding strategy, optimizing for what matters most to you.
Google’s solutions help you to:
- Bid on what matters most by using your own insights
- Leverage AI at every bidding level to maximize campaign performance
- Integrate and activate your own data to create valuable user segments
We are here to help you on your digital acceleration journey!
